When Biketec was founded in 2020, its goal was to build a scalable and effective customer service organization within three months. The aim was to set up a centralized customer service for over 3,500 European dealers, offering a high-quality service in multiple languages. The task was challenging, as more than 180,000 bicycles and associated spare parts had to be managed efficiently. In addition, the multi-layered customer inquiries such as sales, warranty, advance shipping and returns management were maintained in different systems, which was a major challenge for the customer service staff due to the high level of complexity and was also very inefficient and error-prone.

Biketec and Panoff held various workshops to develop the target image for a scaling service and support organization. This involved analyzing the dealers’ customer journey, the touchpoints used and the interaction between the sales, services, scheduling and after-sales departments involved. The systems and processes were then put to the test and evaluated in terms of their scalability. In a further step, a solution was sought that would combine the existing systems into a consistent workflow and impress with its ease of use.

The introduction of ServiceNow Customer Service Management enabled the end-to-end processes (order entry, dispatch, returns and credit notes) and cross-departmental processes to be mapped in a single workflow. The existing data silos were broken up and the existing systems were largely integrated.